With Apple hiring Burberry’s CEO Angela Ahrendts, Credico USA chairman Antoine Nohra believes this

CHICAGO - Oct. 24, 2013 - PRLog -- Without a shadow of a doubt since opening in 2001, Apple stores have become a huge success. “Apple has transformed the electronic retail experience,” says Antoine Nohra, chairman of Credico USA. “Previous to that the pile high-‘em computer retailers and Dell’s direct sales model were dominant.”

When Steve Jobs began to develop the Apple Store concept he didn’t want an iMac to sit the same shelf as a Dell or a Compaq. So he turned to Ron Johnson to design a prototype inspired by Gap’s spacious wooden-floored fashion stores.

“When the first store opened in Virginia in May 2001, there was much scepticism from the board,” the Credico USA chairman remarked. “Since then Apple Stores have become a highly lucrative business in their own right with revenues per square foot in the US twice as high as those of second placed retailer, Tiffany & Co.”

In saying that Ms Ahrendts will inherit a business that is not without challenges. Microsoft and Samsung have copied the Apple Store template and are rapidly expanding their own retail presence across the globe. They have the financial muscle to compete aggressively and take market share.

Credico USA, one of the US’s fastest growing direct sales companies, has tens of thousands of operatives across North America and the globe. Apple products sit very much at the centre of their operations. “The former Burberry CEO has taken the iconic British brand and transformed it into a world class high fashion brand,” Antoine explained. “We are very excited at the prospect of seeing what the next stage in the Apple Store concept will be.”

The appointment of a fashion executive has created speculation that Apple may be moving into ‘wearable technology’ with the first being an iWatch and certainly the recent appointment of Paul Deneve from Yves Saint Laurent to work on ‘special products’ is another indicator of Apple’s long term strategy.

Credico USA’s chairman said: “Ms Ahrendts’ track record and qualifications to run Apple’s stores and its online sales are very impressive. Burberry’s success in China, a market that is largely untapped by Apple is a template she would follow. It must be one of her priorities to put down greater roots there and regain control of the Apple brand from the counterfeiters currently operating across the country.“

With 408 stores worldwide, a turnover of $18.8bn and profits of $4.9bn, Angela Ahrendts is returning to her native America with the question:

What more genius can she add to the ‘Genius Bar’?